The New Rules of Social Media: Why Your 2025 Strategy Needs a Radical Shift

Over the past year and a half, I’ve been doing something unconventional: crafting long-form posts on Facebook and LinkedIn. The outcome? My reach and engagement have consistently surpassed those of client pages boasting ten times my follower count. This isn’t mere coinsidence; it’s a clear indicator that the traditional social media playbook became obsolete. At Giraffes in the Kitchen, we’ve always prided ourselves on defying norms, and it’s time to revolutionize our approach once again.

Brands Should Be Brands

Let’s start by addressing the elephant in the room: the cringe-worthy spectacle of brands masquerading as stand-up comedians or fashion models on platforms like TikTok. Have you noticed how the local burger joint and the big retail chains churn out the same uninspired, “me-too” content? This way of thinking is fundamentally flawed. Brands should embody their unique ethos, not chase fleeting trends that dilute their identity. As the late George Lois aptly put it, “A trend is a trap.” Falling into this trap erodes authenticity and confuses your audience about who you truly are.

Create Conversations, Don’t Follow Them

Sir John Hegarty, the H in BBH and the brains behind the legendary Levis ads of the 80’s , talks about how brands have become obsessed with promotion at the expense of persuasion. He argues that many brands’ approaches to advertising verge on stalking their audience rather than engaging them.

Instead of jumping on every trending bandwagon, brands should focus on crafting thought-provoking, carefully curated content that sparks conversations. This approach not only differentiates your brand but also fosters a deeper connection with your audience.

The Medium Is the Message — Reimagined

Marshall McLuhan’s assertion that “the medium is the message” holds even more weight today. Popular belief understands the statement as a “media only” thing. But McLuhan explained that technology in its own right transforms medium. The platforms and tools we use shape not just how content is delivered, but how it’s perceived.

Enter AI-powered tools that have revolutionized content creation. Platforms like Pictory and…